MAY 2001 LOGO: America's Byways What’s Inside: Roadside Reflections . . . . 2 Program Staff . . . . . . . . .2 Reflecting on Community Support and Corridor Planning Documents . . . . 3 Off the Shelf . . . . . . . . . .4 This Summer “Get Your Kicks on Route 66” . . . . .5 Context-Sensitive Highway Design on California’s Big Sur Coast . . . . . . . . . . . . .6 Driving the Byways . . . . . 7 Research Corner . . . . . . . . 8 Greening Up Minnesota’s Highways and Byways . . . 9 Field Notes: Pyramid Lake Scenic Byway . . . . . . . . . . 9 Y’all Come Back Now . . . 10 Coming & Going . . . . . .10 Field Notes: Seaway Trail Action Plan Committee Workshop Defines Goals & Objectives . . . . . . . . .11 2001 National Scenic Byways Conference . . . . 11 Published in cooperation with the Federal Highway Administration by: National Scenic Byways Resource Center Arrowhead Regional Development Commission 227 West First Street Suite 610 Duluth, MN 55802 1-800-4BYWAYS, Ext. 5 America’s Byways Brand Builds Momentum Branding a collection of unique and diverse National Scenic Byways and All-American Roads promises strong marketing potential for every member of the byway community. The byway community sensed this opportunity, and asked the Federal Highway Administration’s (FHWA) National Scenic Byways Program to develop an umbrella concept for promoting both categories of nationally designated byways. “We looked at our strategy first,” said Sharon Hurt Davidson, Marketing Manager for the National Scenic Byways Program. Sharon is FHWA’s primary contact for brand management, marketing, promotion, and public information for the program. “We looked at byways as our product and began defining the markets for the product.” Research Points The Way A 17-member Marketing Project Group formed in 1999 to guide the branding process. The group was comprised of representatives from state departments of trans- portation (DOTs), state scenic byway coordinators, byway leaders, marketing contacts, state tourism offices, federal land management agencies, FHWA and the National Scenic Byways Resource Center. Bates Midwest, an advertising agency based in Indianapolis, IN, served as the marketing consultant. The group implemented research projects to clarify the target audiences, define the brand’s objectives and shape the communication message. The initial research described the users and stakeholders in broad strokes. The results also showed the need for more demographic-focused visitor profiles to fine-tune specific adve rtising and marketing efforts. “The most exciting part of building the America’s Byways brand is the potential to have great impact,” said Sharon. “The research shows few (potential travelers) know about our collection. Yet the majority are interested in experiencing a byway. So we have a large potential-user base. Building the brand gives us a greater chance of being successful.” Strategic Thinking The marketing group used the research results to help set some priorities and criteria. The members identified seven goals for the brand: • Increase awareness • Drive traffic • Boost visitor spending • Support individual states’ tourism efforts to market nationally designated byways in their states • Support the individual byways’ efforts • Foster local economic development • Build understanding and support among all the constituencies The brand development process continued with months of meetings, conference calls, emails and telephone conversations. Every member wrangled with understanding the essence of the brand. Byways are not just sections of pavement arbitrarily called “scenic.” The US Secretary of Transportation has designated them as the “best” roads because they connect to the heart and soul of America. These roads tell a story. With this idea in mind, the collection earned the name “America’s Byways” and the brand began to take shape. FIGURE: four examples of America's Byways logos Positioning, which establishes the market’s perception of the brand, takes the concept a step further. The positioning for America’s Byways became “America’s storyteller.” The logo reflects the strategy as well. Because of its visibility, the logo shoulders considerable responsibility for brand awareness. The marketing group agreed the logo should accomplish three key tasks: • Identify/designate/distinguish that America’s Byways are special • Invite travelers • Convey “American” Ready To Go Now in a tangible form, the America’s Byway brand is ready to go to work. But don’t expect overnight results (although the initial response has been extremely positive). Branding is a long-term endeavor. It takes time for the market to embrace and recognize the brand. It also requires commit- ment. Everyone must become a “brand steward” who protects the brand’s integrity. A consistent, cohesive representation of the brand — from the way a volunteer answers the phone to the way the logo appears in a newsletter—must conform to the brand standards. “Everything we do reflects on the brand and has the ability to build it or compromise it,” said Sharon. Branding sums up all the information about a product or service into a cohesive communication message. It’s not about one advertising campaign or even a logo. Branding is the whole picture of the marketing puzzle; everything else forms the integrated puzzle pieces. Brochures, press releases, signage—all of these components fit together and share the same brand image. The Resource Center Leverages The Brand For an individual byway to leverage the power of the brand, the brand must communicate clearly and consistently. But the power of the brand extends beyond the product; it must be present in every touch-point about the brand. This includes information distributors, such as The National Scenic Byways Resource Center. “We wanted to clearly identify ourselves as part of the America’s Byways brand, especially for the byway community,” said Gary Tonkin, Director of the National Scenic Byways Resource Center. “At the same time, we needed stakeholders to recognize us as a separate and valuable organization for establishing and maintaining the byways system.” An entirely new logo, developed in conjunction with Don Farleo Advertising & Design Company (ADCo),conveys the Resource Center’s brand integration. “We visually combined the brand logo with the center’s name, using the framework defined by the brand standards,” noted Gary. The Resource Center also worked with ADCo to redesign this newsletter, Vistas, particularly the masthead on the front page. “Again, the new image conforms to the brand standards. It’s not always easy to do, but every component should support the brand,” Gary added. The new Resource Center logo and Vistas masthead are among the first major graphic makeovers to embrace the new brand on a national level. Individual byways should consult the National Scenic Byways Web site: www.byways.org to learn more about the brand history, purpose and standards. Logos to download are also available. In addition, Sharon Hurt Davidson will present a session on branding America’s Byways during the 2001 National Scenic Byways Conference, August 26-29, in Portland, OR Branding Basics Learn more about branding and its potential as a marketing tool. Additional Internet resources on Branding include: www.byways.org/pages/marketing/branding The National Scenic Byways Web site offers a complete overview of the brand building process for America s Byways. Brand standards and logos to download are available. www.brandknowledge.com BrandKnowledge provides a discussion of historical changes in marketing and branding with news, links, chatroom and member services. www.clickz.com ClickZ Network is an on-line publication with an extensive archive on various branding information articles. www.prophet.com Prophet is a consulting firm providing brand leadership, brand driven growth and e-business services. Online white papers and several other sources are listed. www.ashtonadams.com The Brand Report Newsletter is Ashton Brand Group s free quarterly newsletter sent out via e-mail. Archived online articles are included. Roadside Reflections by Gary Tonkin, Resource Center Director PHOTO: Gary Tonkin, Resource Center Director The exciting brand-building efforts by the National Scenic Byways Program created a new name, “Americas Byways,” for marketing the collection of nationally designated byways. It also spurred a fresh, new logo design. While the previous program logo served its purposes well, the program has come to encompass a far broader scope. America’s byways represent not only scenic beauty, but also history, culture and much more. The new logo, with its simple lines and memorable graphics, will help convey the special appeal of our designated roads to travelers. As an organization, the Resource Center has also changed since our inception a little over two years ago. Our growth from an idea to a reality has forged a number of informational and directional services to the entire byway community. We expect the evolution to continue with the results of our evaluation survey as our guide. When the Resource Center began, we shared the National Scenic Byways Program logo design. The new program logo gave us an opportunity to change our identification, too. As before, we incorporated elements of the program logo to reflect our shared perspectives. We also emphasized the Resource Center name to highlight our enhanced services. Eventually, our name will change from National Scenic Byways Resource Center to America’s Byways Resource Center as we fully embrace the new branding efforts. You may have also noticed that this newsletter has a new look and feel to it. We took the logo redesign to the next step and gave Vistas a facelift. We hope the new design and graphics provide you with easier access to all the information packed into these issues. We’re proud to introduce the new Resource Center logo as a visual reminder that we’re here with the resources you need for building better byways. Count on us to get you where you’re going! LOGO: America's Byways Resource Center National Scenic Byways Program Staff 1-800-4BYWAYS • www.byways.org Federal Highway Administration Room 3222, HEPM 400 Seventh Street SW Washington, D.C. 20590 Fax 202-366-7660 George Schoener Director/Office of Metropolitan Planning & Programs Rob Draper Program Director 202-366-4649 rdraper@byways.org Mary Ann McNamara Transportation Specialist 202-366-1929 mary.ann.mcnamara@fhwa.dot.gov Sharon Hurt Davidson Marketing Manager 304-594-8768 shurt@byways.org Dennis Adams Transportation Specialist 202-366-6515 dennis.adams@igate.fhwa.dot.gov Kenneth Petty Program Accountant 202-366-6654 kenneth.petty@fhwa.dot.gov Courtney Lyell Scenic Byways Clearinghouse 202-333-8936 clyell@fhwa.dot.gov Byways Online Steve Clyde, Angel Crane, and Pete Deffendol nsbomaster@byways.org 435-797-8787 Resource Center 227 West First Street Suite 610 Byways Duluth, MN 55802 Fax 218-529-7553 Gary Tonkin Director 218-529-7510 gtonkin@byways.org Michelle Johnson Associate Director 218-529-7511 mjohnson@byways.org Barb Koth Research Manager and Byways Specialist 218-529-7581 bkoth@byways.org Cheryl Newman Byways Resource Specialist 218-529-7576 cnewman@byways.org Henry Hanka Byways Resource Specialist 218-529-7570 hhanka@byways.org Nancy Brunswick Forest Systems Scenic 218-529-7577 nbrunswick@byways.org Rebecca Solem Office Manager 218-529-7585 rsolem@byways.org Melissa “Missy” Doolittle Office Assistant 218-529-7551 missy@byways.org NEW DIRECT DIAL PHONE NUMBERS! Save for future reference Reflecting on Community Support and Corridor Planning Documents Note: This is part of a continuing series of articles by the Federal Highway Administration about the nomination of roads as National Scenic Byways and All-American Roads. As each article is published, FHWA is posting it on the nomination section of www.byways.org. The goal of our Vistas articles has been to add to your knowledge and assist you in preparing for questions FHWA will ask to help collect information that Norman Mineta, U.S. Secretary of Transportation, needs when making his designation decision. In earlier Vistas articles, we’ve touched on the value of community support and corridor planning in your byways work. We will expand our discussion of these two topics in this article. In May, the development of the 2002 national scenic byway designation process moves into its final stage as we test the nomination system with a small group of individuals outside FHWA. In the last issue of Vistas, we discussed how this nomination would focus on helping nominees tell the story of their byways. We are designing an online nomination that will be different from earlier forms for grants or nominations. We assume many of you have noticed the updated look of the www.byways.org Web site. When we updated the look, we also introduced a different way of presenting information on a few new pages, such as the Nominations section and the Branding and Logos section. In the Nominations section, we provide information and questions to help as you continue preparing to nominate your byway for possible national designation by Secretary Mineta. We are completing work for the online nomination that will enable to you to enter information for the nomination of your byway. Nominations will be due the winter of 2002, just several months away. The designation event will be held in Washington DC. We expect it may be in June, the same month as the designation events in 1998 and 2000. National Scenic Byways Policy and Corridor Planning By now, we expect you have read FHWA’s Interim Policy published in the Federal Register on May 18, 1995. We’d be surprised if you aren’t familiar with the list of either 14 or 17 points of corridor planning listed in section 9 of the policy. For byways seeking All-American Road designation, implementation of the 17 planning points is required. What is FHWA looking for when reviewing the planning documents submitted with your nomination? We expect to find specific places where the planning points from the policy are addressed. We view the corridor management plan as a byway’s guiding document. The plan should articulate your byway’s vision, objectives and strategies. It should explain clearly how communities along your road support your byway. When reading your plan, reviewers should be able to understand how individuals and communities along the byway value the resources important to the byway, how these resources will be preserved and enhanced for byway visitors, and the role of various partners and stakeholders in carrying out the plan. The plan should cover the road and the corridor through which your byway passes. We have heard from several byways that their corridor management plans have become living documents. In some instances, the plan serves as a reminder why designation was initially sought. The plan may help refocus new byway leaders as groups of supporters and advocates change. In other cases, byway leaders and communities may revisit the original plan, then decide to revise or update it to reflect the maturing of the byway or changes in the area. Other byway groups draw upon other existing planning documents when nominating their byway for possible national designation. If you take this approach, you will want to identify where in these documents have the Interim Policies points of corridor planning been addressed. It might be necessary to amend your documents with supplemental information. As an example, US Forest Service planning documents might be very thorough in discussing resources, facilities, recreational opportunities and management practices, but have limited information on the road, zoning, tourism developments or other of the 14 planning points. Nominees will want to cross- reference specific information from their plans against the discussion in section 9 of the Interim Policy. Community Support Because community support is so important, we have mentioned it in each Vistas article in this series. Describing how your byway fits into communities along its length is an essential part of your nomination. Seeking national designation requires careful partnership building and the active knowledge of residents and governmental entities along your byway. Community support is not letters from groups, agencies and governments. It is the pattern your group has established to build and maintain a byway coalition. Community support may be reflected in newspaper articles about your eff rts, in the outcome summaries from public meetings or discussions you have had, and in the way you developed your byway’s vision and goals to achieve community support. How many of your friends and neighbors know about what you are doing? Do they appreciate why you are doing it? Does your community support what can be gained by obtaining this national designation? Have you faced opposition to this designation? Have opponents accepted the decision to seek designation? Do your communities recognize that America’s Byways are promoted and marketed collectively on the America’s Byway map and www.byways.org? It is up to each byway group to decide how best to market a byway individually. Do your communities want to attract more visitors, or do your communities want about the same number as visit now, perh a p s enticing them to stay longer? The nomination will provide you with several places to describe your planning activities and the degree of community support your byway enjoys. Do you have the details of your story together? Have you established an ongoing public participation process for implementing your objectives? Your byways corridor management plan can be the perfect place to record what you have done and establish the mechanism you and the supporters that come behind you will use to insure that this designation lives for many years to come. Now would be a great time to contact your state scenic byways coordinator. You can verify the steps your group must follow as your work for seeking possible national designation moves to a conclusion in January 2002— when your state submits a nomination for your byway to join the current collection of 72 America’s Byways. Off The Shelf Click Onto Grant Resources The Web offers many resources for grants. Here are a few you may want to visit. ENVIRONMENT AND CONSERVATION: Philanthropy Search The #1 nonprofit and philanthropic search site www.philanthropy search.com/environment Fundnet, Environmental Grants and Funders www.fundsnetservices.com ESRI Conservation Program Focuses on conservation geography, activism and multicultural social change www.esri.com/conservation Foundations Providing Grants for Environmental Purposes www.cnie.org/foundations Grand Canyon Trust www.grandcanyontrust.org National Fish and Wildlife Foundation www.nfwf.org National Center for Preservation Technology and Training www.ncptt.nps.gov/call/ The David and Lucile Packard Foundation www.packfound.org The Foundation Center fdncenter.org/ W. Alton Jones Foundation www.wajones.org Wilbur Force Grants www.wilburforce.org Conservation Assistance Tools www.sonoran.org/cat/ The Trust for Public Land www.tpl.org Cultural Funding Federal Opportunities - National Endowment for the Arts www.arts.endow.gov/federal This Summer “Get Your Kicks on Route 66” PHOTO: Built in 1940, the authentic Route 66 Blue Swallow Motel still greets guests today. The National Register of Historic Places lists the motel. Photo by Jan Underwood and Mike Pitel. Starting in Chicago, it ran 2,448 miles across eight states before terminating at a pier in Santa Monica, California. It linked hundreds of rural communities and provided a transportation path for farmers and others to move their goods by truck rather than by railroad. Pavement finally covered the entire stretch in 1937—11 years after it opened. John Steinbeck called it “The Mother Road” in his 1939 novel, The Grapes of Wr th. Bobby Troup wrote a song about it in 1946. Actors Martin Milner and George Maharis drove it every week on a popular 1960s television show. The New Mexico segment was designated a National Scenic Byway in 2000. This year, Route 66 turns 75 years old. Join the Celebration! Rich “Blue” Williams, President of the New Mexico Route 66 Association, said his organization expects to welcome “Route 66 enthusiasts from all over the world during 2001.” Events are scheduled throughout the state. Unforgettable roadside culture and kitsch await those who travel the old route in New Mexico. Art displays, historical exhibits, film festivals, car and motorcycle shows, rallies, lectures, concerts and more, will focus on Route 66 and its heritage. Of the eight states along the historic route, New Mexico holds the largest remaining inventory of roadside architecture related to Route 66 and the corridor’s longest intact stretch (18 miles). Many nostalgic reminders of the Mother Road still exist.Vintage motels, gas stations, diners, theaters, curio shops, garages and neon signs lend character to the old route. The main streets of Tucumcari, Santa Rosa, Moriarty, Grants and Gallup, plus Albuquerque’s Central Avenue, all reflect the road - culture that made the route famous. The original alignment linked Los Lunas, Bernalillo, Santa Fe and numerous Indian pueblos and reservations. SIDEBAR: “If you ever plan to motor west, travel my way, take the highway that is the best. Get your kicks on Route 66.” -Bobby Troup Restoring the Mystique Local businesses are enthusiastically restoring roadside remnants. Old neon, such as the fabulous Hiland Theatre in Albuquerque, looks new again. Motels, including the Blue Swallow and the Redwood Inn in Tucumcari, feature renovations. The essence of the route’s old eating establishments is revived in places like the Comet Cafe in Santa Rosa and the Route 66 Diner in Albuquerque. New contributions also pay tribute to the Mother Road. In Santa Rosa, a Route 66 Auto Museum showcases exhibits and classic cars. Communities along the route have erected sculptures honoring the roadway. In Grants, the Post Office was remodeled with glowing neon in tribute to America’s main street. Acoma Pueblo is home to the only Route 66 interpretive center in New Mexico. “Remember the Route” Events A grand “Remember the Route” celebration will take place on July 20-22 when Albuquerque hosts the National Route 66 Diamond Jubilee Festival. Pat Wainwright, City of Albuquerque, explained, “The Route 66 partnership has been planning this event for over three years. The partnership consists of the City of Albuquerque, the Albuquerque Convention & Visitors Bureau, and the New Mexico Route 66 Association. Over three days, people will be able to enjoy over 40 activities. They’ll also enjoy the route.” Main events take place at the New Mexico State Fairgrounds. Highlights include: • A solar-powered car race on Route 66 • An evening neon light tour • “Flicks on 66” film festival • “Show and Shine” car show • Art gallery and museum exhibits • Children’s events at the University of New Mexico • A 6.6 mile walk along the route • Performances by the Harley Angels, a synchronized women’s motorcycle team • Breakfast with Michael Wallis, famous author of books on Route 66 • The National Steinbeck Awards Banquet honoring individuals who have contributed to the preservation of Route 66 For more information, contact: Albuquerque Convention & Visitors Bureau (800) 284-2282 www.rt66nm.org. You can also obtain a free 2001 New Mexico Tourism Guide dedicated to Route 66, plus maps, brochures and other tour guides, by calling (800) 733-6396, ext. 0643. Context-Sensitive Highway Design on California’s Big Sur Coast PHOTO: Context-sensitive design may help integrate reconstruction projects with the breathtaking landscape on California’s Big Sur Coast Highway All-American Road. California’s Big Sur Coast Highway All-American Road traverses spectacular terrain beside the Pacific shoreline. Clinging to sheer cliffs, this roadway ranks as one of the country’s most beautiful. Mother Nature has conspired to change that, however. Recent extreme weather caused devastating rockslides that buried the highway. Reconstruction created an opportunity to evaluate the roadway’s design for new bridges and other lasting structures. Citizens and agencies responsible for the area want the new facilities, roads, bridges, retaining walls and other structures to look more like a part of the Big Sur coast. But how? PHOTO: Peer-to-peer exchanges facilitated by the Resource Center, such the DOT discussions between Minnesota and California, use real-world experience as a learning tool. Matching a roadway more appropriately to its environment is called Context-Sensitive Design (CSD). Pioneering efforts by the Maryland State Highway Administration in partnership with the US Department of Transportation and the American Association of State Highway Transportation Officials (AASHTO) culminated in a national conference, “Thinking Beyond the Pavement.” Now many states are looking closer at CSD. SIDEBAR: “Our peer-to-peer exchange with MnDOT provided key insights on how we might integrate CSD principles within the Caltrans corporate culture. ” The California Department of Transportation, known as Caltrans, saw CSD as a possible answer to the Big Sur design question. Caltrans looked at how designs emerge from the lengthy process of engineering, design and construction. Like most states, the designs start with project identification, such as a bridge or section of roadway. The project ends with actual construction. The process includes public comment meetings, but often the public comments on design take place after considerable design and engineering investments. Caltrans contacted the Resourc e Center to learn how other states have improved the process and integrated their designs with the landscapes. The Resource Center requested help from the Minnesota Department of Transportation (MnDOT), one of six state DOTs involved in pilot projects for a new AASHTO initiative on CSD implementation. David Ekern, Assistant Commissioner at MnDOT, leads the MnDOT eff o rt and agreed to spend two days with Caltrans planners and engineers in a peer- to-peer exchange. He shared the process Minnesota used to educate its design engineers on context- sensitive design. Ekern also spent time reviewing the particular problems that Caltrans found with implementing CSD at a special workshop set up by Gregg Albright, Deputy District Director, Planning and Programming, for Caltrans. “The 21st Century transportation environment calls for balancing diverse stakeholder values. My goal is to empower and equip staff to be both responsive to local values while continuing to be responsible to our mission,” commented Albright. “Our peer-to-peer exchange with MnDOT provided key insights on how we might integrate CSD principles within the Caltrans corporate culture.” The discussions covered a lot of territory and several issues surfaced: Safety: How to ensure that the designs promote safety? Cost: How to keep beauty on a budget? Speed: Can CSD promote lower traffic speeds using lower standards? Can lower standards reduce costs? Will lower speeds increase traffic congestion? Public opinion: How to hear comments earlier in the process so that design changes happen? By facilitating this exchange of ideas, the Resource Center hopes that states can help each other make decisions on difficult design issues. “The Resource Center was instrumental in arranging the peer-to-peer exchange on context-sensitive design,” said Dennis Cadd, Caltrans Scenic Byway Coordinator. “Lessons learned from other states will be invaluable to California in making CSD an integral part of our project design.” Driving the Byways Billy the Kid National Scenic Byway, New Mexico PHOTO: Obviously a proud byway leader, Bill Hirschfeld's personal license plate takes promotion on the road. Byway Length: 84 miles Unique Features: This picturesque byway in Southern New Mexico, surrounded by breathtaking beauty, winds through historic towns that have been home to Billy the Kid, Smokey Bear, the Mescalero Apaches, Kit Carson and the Buffalo Soldiers. The byway passes through the Village of Ruidoso, an inviting resort community nestled in the beautiful Sacramento Mountains. The Spanish name for the village comes from the Rio Ruidoso, or “Noisy River,” which flows through the heart of the community. The next stop is Ruidoso Downs, best known for its world-class Quarter Horse and Thoroughbred racing. The Downs is also home to the spectacular Hubbard Museum of the American West, Billy the Kid Casino and the Billy the Kid National Scenic Byway Visitors Center. The Hubbard Museum entrance features an impressive bronze tribute to the horse, entitled “Free Spirits at Noisy Water,” by local artist Dave McGary. San Patricio, a farming and ranching community founded in 1875, was a favorite hangout of Billy the Kid and his group of “Regulators.” Today, the town is home to artists and the Hurd La Rinconada Gallery that showcases the works of the late Peter Hurd and Henriette Wyeth Hurd. In Lincoln, visitors step back in time, as the community remains much the same as it was in the late 1870s. That’s when the Lincoln County War catapulted a young cowboy by the name of “Billy the Kid” into legend. From Lincoln, travel to Capitan, the “Birthplace of Smokey Bear.” In 1950, firefighters rescued a tiny, badly singed bear cub from a 17,000-acre forest fire in the Capitan Mountains. The cub became the living symbol of fire prevention. Tod a y, the Smokey Bear State Park and local museum pay tribute to the famous bear. Finally, travel to Ft. Stanton and experience its diverse history as a frontier fort, German POW site and hospital. The byway is located in Lincoln County, one of largest counties in the state. Driving the byway exposes visitors to a variety of environments—from arid desert basins to snow-covered mountains. The mild climate allows visitors to experience the region’s beauty every day of the year. Already a destination for tourists, the area hosts year-around special events supplemented with seasonal attractions like summer horse racing and superior winter skiing. A tempting on-site gift shop at the Visitors Center lends a unique aspect to the Billy the Kid National Scenic Byway. Filled with mementos of the surrounding area, the gift shop is managed and operated under a contract with the Hubbard Museum of the American West. PHOTO: The Billy the Kid Visitors Center attracts tourists from all over the world Designations: 1995 State Scenic Byway designation 1997 National Scenic Byway designation Projects: Since the receipt of designations for the Billy the Kid National Scenic Byway, the committee that oversees the program has accomplished a great deal. To date, a Corridor Management Plan and Byway Marketing Survey have been completed. The Billy the Kid Visitors Center welcomes tourists from a round the world. The Visitors Center also promotes the byway and attractions throughout Southern New Mexico. An agreement with the Hubbard Museum of the American West was completed to manage and staff the Visitors Center and on-site gift shop. In addition to designing and completing interpretive displays for the Visitors Center interior, exterior road signage now guides travelers, too. Brochures and maps, part of an overall promotional plan, attract visitors as well. Recently, a part-time administrative coordinator was hired for the program. On-going projects include the Sam Tobais Memorial Vista Points vista site with 130 feet of interpretive trail, focusing on the area’s natural resources and the Smokey Bear theme. Other projects in the works include: • Ft. Stanton Trail improvements to expand mountain biking opportunities • Lincoln Historic District building preservation • Ft. Stanton Bureau of Land Management (BLM) trailhead kiosks and restrooms • Historic Lincoln and Billy the Kid interpretive plan (building on the historic significance of the Lincoln Historic District) • Interpretive landscaping, viewing room and interpretive mannequins installed at the Visitors Center For more information, contact: Bill Hirschfeld, Chairman Billy the Kid National Scenic Byway 1044 Mechem Drive Ruidoso, NM 88345 (505) 258-4574 (phone) www.zianet.com/billythekid Research Corner Preserving Rural Character in New England Roadside aesthetics are critical as they relate to both local quality-of-life and tourism appeal. Robert Ryan, a speaker from the Northeast Scenic Byways conference held in Maine earlier this year, addressed the resident side of this issue when he recently completed a study of local perceptions of alternative housing development and associated change that may impact rural character. The USDA Hatch Grant provided funding. The Amherst study area, located 90 miles west of Boston near the multi-state Connecticut River Scenic Farm Byway (MA/VT/NH), has seen steady population increases, and several land conservation policies are the centerpiece of local rural preservation efforts. For example, the town has preserved 2/3 of its land area in public ownership and conservation easements on private land. Most importantly for this study, Amherst also uses an agricultural overlay zone that requires clustering of new residential development to help preserve the region’s remaining farmland. In practice, the trick then, so to speak, becomes how to balance the seemingly contradictory goals of higher housing densities with maintenance of rural character. The research thus focuses on cluster development and conservation subdivisions — areas where residential units are concentrated on part of the parcel (i.e. smaller private yards), leaving the remaining land as open space or farmland. A photo-questionnaire included 24 black-and-white photographs of exemplar streetscapes, yards and commonly held open space in innovative and traditional cluster subdivisions recommended by professional planners. Respondents rated scenes based on their personal preferences. Respondents, 173 in all, living in rural residential zones ringing Amherst returned the survey (with a series of descriptive and attitudinal questions), for a response rate of 35 percent. Key findings follow: • Preserving rural character is extremely important, with an average score of 4.47 on a 5-point scale. Protecting forest and farmland had the highest level of support, but even limiting residential growth and restricting commercial development outside the town center received high-end rankings (3.85 and 3.90 on a 5-point scale). • Conversely, residents indicated only moderately high levels of rural character at pre sent (average = 3.81). Respondents reported more negative changes such as increased traffic, more new homes, and less open space rather than positive shifts such as improved services and more cultural activities. • The most important factors contributing to rural character were, in order of decreasing importance: natural areas, views of nature, farms, cultural elements (e.g. historic churches, old cemeteries, stone walls), lack of new development, and country-style roads (features included lack of paving, no sidewalks, narrow design). • Roadside vegetation appears to be important to perceptions of rural character. “Tree-lined roads” received very high ratings (4.34 out of 5). • Certain types of subdivisions were found to be more compatible with rural character than others. In general, more compatible rural subdivisions were those in which preserved open space was visible from public roads rather than hidden behind the homes. With regard to building placement, clusters of homes in a more village-like configuration were perceived as more compatible than streets lined with closely spaced homes. Study conducted by Robert Ryan, Department of Landscape Architecture and Regional Planning, University of Massachusetts (Amherst). For more information or full study results, contact: Robert Ryan 109 Hills North University of Massachusetts Amherst, MA 01003-4010 (413)545-6633 (phone) rlryan@larp.umass.edu SIDEBAR: Putting these findings into practice in the real-world requires creative design, astute planning bodies and often a new regulatory framework. Tools and Strategies/ Preserving Open Space: A Guide for New England is a 1992 publication prepared by the Rivers, Trails and Conservation Program of the National Park Service that may provide assistance. If you have further interest in this topic of residential devel opment and rural landscapes, regional research and initiatives abound. In the Southeast, the Conservation Trust for North Carolina distributes several publications on conservation- based subdivision design (919-828-4199 in Raleigh). In the Southwest, Dr. Dawn Hawley with the Geography and Public Planning Department at Northern Arizona University completed a similar study on rural transitions and various forms of residential development in rapidly growing Yavapai County, Arizona. She can be reached at (520) 523 1251 or d.hawley@nau.edu Greening Up Minnesota’s Highways and Byways On Saturday mornings in Minnesota, you can find resident volunteers working alongside Mn/DOT (Minnesota Department of Transportation) staff to install trees, shrubs, and plant materials as part of community roadside landscaping projects. This innovative program provides roadside, community, and environmental enhancement by offering technical and financial support to establish and preserve landscape plantings on qualifying state highways. Typically, Mn/DOT covers the cost of landscape materials like shrubs, grasses, wildflowers, and tree grates. Communities must pledge to install and maintain the improvements in accordance with a cooperative agreement. The Mn/DOT Community Roadside Landscaping Partnership Program has fostered over 200 projects and $5 million dollars worth of roadside landscaping improvements in communities while spending less than one third of that amount in state highway funds. Available District funds are awarded annually to approved partnership projects on a first come, first served basis. All projects must be submitted with a formal application to be considered for approval and contract execution. Application manuals for interested communities contain guidelines, criteria, project applications, sample documents, and resources. Carol Zoff Pelton, Mn/DOT Office of Environmental Services, explains, “The enthusiasm of residents and volunteers is an important element to the program’s success.” Community involvement in these projects creates a greater sense of ownership and pride, while landscape partnerships allow Mn/DOT to stretch its available funding to cover more projects. Scenic byway communities that have partnered with Mn/DOT declare the program a success and applaud its activities. The program and projects of Mn/DOT’s landscaping partnership have received over sixty national and state awards, and public requests for highway landscaping are on the rise. The Minnesota Department of Transportation plays an active role in roadside landscaping projects with communities and their volunteers. For more information, contact: Carol Zoff Pelton Office of Environmental Services Mn/DOT, MS 620 395 John Ireland Boulevard St. Paul, MN 55155 (651) 284-3795 Carol.Zoff-Pelton@dot.state.mn.us. Field Notes Pyramid Lake Scenic Byway Pyramid Lake Paiute Indian Reservation Nixon, Nevada A beautiful natural desert lake, Pyramid Lake is a “bright jewel” in the desert, offering a fragile and critical re source to the people and wildlife living there. The Pyramid Lake Paiute People call the lake home and take their name from this lake that has helped to sustain their community for centuries. Della John, Tribal Manager, related the byway’s stories and treasures for Gary Tonkin and Nancy Brunswick of the Resource Center during a visit in January. PHOTO: The Pyramid Lake Scenic Byway visitor center presents fascinating interpetive displays. Among the highlights of the trip were the byway visitor center and museum, and the interpretive displays at the tribe’s Pyramid Lake Marina Visitor Center. The lake is the heart of this desert landscape. Unique rock formations around the lake inspired the lake’s name and tribal legends. Along the lake’s western shore stands a rock formation in a pyramid shape. Nearby is the Stone Mother and her Basket formation. Many of the beaches are named for other rock formations such as Indian Head rock, Popcorn Beach and the Needles. Desert mountain ranges ring the lake. A Scenic Byway grant helped to renovate the byway visitor center. Dennis Numkema, a Native American architect who worked at Frank Lloyd Wright's Taliesin Institute, designed the building. Originally constructed as the tribal meeting hall in 1976, the structure suffered from deterioration and vandalism. In 1997 the building was beautifully renovated and now contains the byway visitor center and a museum highlighting the local Paiute culture and its contributions through service in the armed forces. Looking across from the byway, the visitor center appears to rise from the landscape like one of the nearby mountains. The marina at the north end of the lake contains a small interpretive center that overflows with information on the tribal history and the unique wildlife and geology of the Pyramid Lake region. The interpretation provides an excellent example of sharing the challenges and adaptations of living in an arid landscape, and the loss of resources from competition as others moved into the region. PHOTO: Looking across from the roadway, the Pyramid Lake Scenic Byway visitor center appears to rise from the landscape like one of the nearby mountains. Y’all Come Back Now “Hospitality Will Bring ‘Em Back” highlights the goal of Louisiana’s Creole Nature Trail National Scenic Byway. It also provides the title of the group’s new hospitality training and customer service program designed for anyone in the region who works with the public. Area business owners and managers were invited to send front-line employees to half-day training sessions. So far, five workshops have attracted over 160 total participants, including personnel from restaurants, hotels, motels, retail stores and service stations. “The response has been very positive,” noted Shelley Johnson, Executive Director of the Southwest Louisiana Convention & Visitors Bureau. “The program has been good for local businesses, the community, and the byway. We want to make sure visitors receive the high level of southern hospitality they expect. If people are not treated well, they are likely to tell others about their poor experience and are unlikely to return themselves.” The content of the hospitality training program focuses on: • The impact of tourism on Southwest Louisiana • The art of courtesy and customer service • Communication skills • Handling complaints • Giving directions • Knowing and selling the community Attendees receive a training manual and certificate of completion. In addition, each business manager who sends employees receives a training manual and a video for training future employees. Participants are also invited to attend a familiarization tour of the Creole Nature Trail National Scenic Byway and local cultural attractions. Monte Hurley, Chairman of the Board for the Creole Nature Trail National Scenic Byway District, explained, “ We provide private tour guides and local folks get a chance to spend a day visiting Southwest Louisiana the way visitors do. By becoming a ‘tourist for the day,’ they can offer better service and assistance to the guests who come to our area. They also learn lots of new things about their own community.” In Developing Naturally, a publication on nature-based community tourism, Clemson University’s Dr. Tom Potts stresses that hospitality is a key ingredient for success. “Your town may be surrounded by scenic wonders and attractions, filled with grand accommod ations and restaurants, and advertised on a national scale, but all of this will not sustain a thriving tourism industry of returning tourists if they do not feel welcome while they are there. The entire community must project a keen sense of hospitality if it is to succeed in the travel and recreation industry. Genuine hospitality is not something you can put on and take off like an old hat in the rain. It must become an ingrained element in the community personality, and it must operate 24 hours a day.” The Creole Nature Trail hospitality and customer service program was funded with grants from the National Scenic Byways Program, the Southwest Louisiana Convention & Visitors Bureau, and the Calcasieu Parish Police Jury. Know Your Community How well do you know your own community? Can you give someone else directions or impress a guest with your assortment of trivia facts? Here are some sample questions from a quiz given to folks attending the Creole Nature Trail’s hospitality training. Where is a welcome center for visitors? Where can I park my RV? Can you direct me to a picnic area? Where is the nearest post office? Where is a grocery store? What flowers are in bloom now? Where can I buy local souvenirs? What’s the population of this community? Where is a good family place to eat? Where are the local historical sites? What should we see in this area? Where is a hospital? Where is the nearest veterinary clinic? Who is the governor of this state? Where can I put my boat in the water? How do I get to the byway? Where is the nearest motel? Where is the Chamber of Commerce? Where can I swim? Where is the public library? Coming & Going PHOTO: The Resource Center welcomes John R. Chell, Arrowhead Regional Development Commission (ARDC) Executive Director. Welcome: John R. Chell The Resource Center welcomes John R. Chell as the new Arrowhead Regional Development Commission (ARDC) Executive Director. ARDC is the multi-county planning agency for Northeatern Minnesota and is the parent agency of the National Scenic Byways Resource Center. John’s proven ability to facilitate dialog and generate excitement for projects promises to expand opportunities for all of the ARDC partners. John seems to reciprocate the enthusiasm. “As a geographer by training, I am intensely interested in settlement patterns and our society’s interaction with the natural landscape. The work of the individual byway projects— the marketing, interpretation and physical management of these corridors—enriches our understanding, utilization and management of natural resources. The Byways program gives the traveling public an opportunity to learn about these issues, to more fully appreciate the rich history and stunning landscapes that characterize this nation. It is exciting to be a part of this effort.” Good-bye: Wanda Maloney Operating from Atlanta, Wanda Maloney brought a gracious friendliness to her work as a Byways Resource Specialist for the Resource Center. She left before January 2001 to relocate to Gainesville, FL, and she continues to offer some consulting services. For those who worked with Wanda, her extensive knowledge of scenic byways and her ability to bring together resources and people will be greatly missed. “I would love to keep in touch with my byway buddies,” said Wanda. “I can be reached at wmaloney@mindspring.com.” Field Notes Seaway Trail Action Plan Committee Workshop Defines Goals & Objectives The Seaway Trail National Scenic Byway held its third five-year visioning process this April in Oswego, New York. The Action Plan Workshop provided an excellent forum for the two distinct Byway organizations, the Seaway Trail Incorporated and the Seaway Trail Foundation, to review and evaluate their respective missions. The groups also discussed their goals and objectives. Together, they developed a joint Action Plan for the future of the Seaway Trail, New York’s first and most recognized Scenic Byway. Teresa Mitchell, the Trail’s Executive Director and David Cutter, the Trail’s Landscape Architect/Planner, kicked off the two-day session with an impressive chronology of past achievements. They reviewed numerous projects completed since the previous five-year action plan, including the major effort of acquiring, refurbishing and opening the Seaway Trail Discovery Center in Sackets Harbor, New York. This Center promises to become one of the major attractions along the approximately 450-mile New York State Byway. Day One continued with extensive reviews of previous action plan strategies and goals. Participants paid specific attention to items which might be modified or dropped, or discussed further for inclusion into the Action Plan III. Facilitated sessions were developed for members of both organizations. Day Two brought the two organizations together and they developed a series of implementation strategies. Members focused on both trail- wide and site-specific projects, clarifying which organization would lead the effort. Early in the discussions, participants agreed that the Foundation would lead the Action Plan’s educational aspects and continue as the front organization for education programs, fundraising and external corporate relations. The Trail staff would remain under the direction of the Corporation, as would all aspects of the operation of the Seaway Trail and visitor attractions. David White of the New York State Sea Grant Program and David Fasser, New York State Byway Coordinator joined Gary Tonkin, Director of the National Scenic Byways Resource Center and Henry Hanka, Byways Specialist with the Resource Center, in coordinating all sessions during both days. At the workshop’s conclusion, all in attendance agreed that the exercise was well worth the commitment of time and resources. Many members commented that operating two distinct bodies offers numerous advantages. They also decided to consider having board members serve concurrently on both boards. Other conclusions and recommendations included: • Modernizing visitor kiosks along the Trail • Extending the Trail westward across the Great Lakes states to Duluth, MN • Completing the development zone plans in several counties • Developing additional events and festivals along the Trail Additional bicycle opportunities along the Trail also generated significant discussion. Members talked over the idea of adding a third corporation to the orga- nization’s overall structure of the organization, but did not reach a consensus conclusion. It may be discussed in the future. The Seaway Trail Inc. closed the workshop with its general quarterly general membership meeting. Truly a grass-roots orga- nization of over 650 members, the Trail audience included a broad representation from along the byway, such as government officials, citizens, and resort and small shop owners. The meeting highlighted a review of visitor attractions and the improved signage along the byway. An extremely successful event, the workshop effectively gathered excellent input from the greater byway community. An action plan with three five-year reviews shows strong vision and commitment. The support along the byway continues to grow stronger over time. The Seaway Trail cer- tainly will continue as a prime example of what volunteers can achieve when they believe they can make a difference in the visitor experience. America’s Byways: Celebrating the Journey 2001 National Scenic Byways Conference SCHEDULE OVERVIEW Sunday, August 26, 2001 9:00 a.m. 5:00 p.m. Conference Registration Desk Open 1:00 p.m. 2:00 p.m. Opening Welcoming Session 2:00 p.m. 6:00 p.m. Exhibits Open 2:00 p.m. 2:30 p.m. Refreshment & Snack Break 2:30 p.m. 5:30 p.m. Session 1 Intensive Workshops Six Concurrent Sessions 6:30 p.m. 9:30 p.m. Opening Dinner Reception “Taste of the Pacific Northwest Sponsored by the US Fish and Wildlife Service Monday, August 27, 2001 7:00 a.m. Conference Registration Desk Open 6:30 a.m. 8:30 a.m. Buffet Breakfast 6:30 a.m. 6:00 p.m. Exhibits Open 7:00 a.m. 8:30 a.m. State Coordinators Meeting 7:00 a.m. 8:30 a.m. Byways Meetings 8:30 a.m. 10:00 a.m. Opening General Session Welcome & Keynote Speaker: Tom Bodett PHOTO: Tom Bodett A radio commentator, author and columnist, Tom Bodett brings a gentle wit and charm to storytelling. We’re proud to welcome him as our keynote speaker. 10:00 a.m. 10:30 a.m. Refreshment Break and Exhibits Sponsored by the Anchorage Convention & Visitors Bureau 10:30 a.m. 12:00 noon Session 2 Concurrent Sessions 12:00 noon 1:00 p.m. Luncheon 1:15 p.m. 2:45 p.m. Session 3 Concurrent Sessions 2:45 p.m. 3:15 p.m. Refreshment & Snack Break 3:15 p.m. 5:00 p.m. Session 4 Concurrent Sessions 4:30 p.m. 6:00 p.m. Popcorn Reception Sponsored by Otak, Inc. (Exhibit Hall) 6:30 p.m. 11:00 p.m. Dinner Event @ Oregon Zoo Tuesday, August 28, 2001 7:00 a.m. 5:00 p.m. Conference Registration Desk Open 7:00 a.m. 8:30 a.m. Buffet Breakfast 8:00 a.m. 9:00 a.m. General Session Welcome to the Columbia River Gorge National Scenic Area Congressman Earl Blumenauer (invited) Eight Ways (and then some) to See One Spectacular Place Presentation: Jeanette Kloos, ODOT 9:00 a.m. 5:00 p.m. Session 5 Concurrent Sessions Mobile Workshops (8 itineraries) 6:00 p.m. 7:00 p.m. Meet the Speakers Reception Evening Free - Time Dinner is on your own Wednesday, August 29, 2001 7:30 a.m. 8:30 a.m. Buffet Breakfast 8:00 a.m. 9:20 a.m. Session 6 Early Bird Workshops 8:30 a.m. 9:20 a.m. Session 6 Concurrent Session 9:30 a.m. 10:20 a.m. Session 7 Concurrent Sessions 10:30 a.m. 12:00 noon Town Meeting George Schoener, Director- Office of Metropolitan Planning and Programs, Federal Highway Administration 12:00 noon 2:00 p.m. AASHTO Awards Luncheon The Road Beckons: Best Practices for Byways John Horsley, Executive Director, AASHTO 2:00 p.m. Conference Adjourns CONFERENCE REGISTRATION FEES Registration Fee: $295 Byway Leader, Marketing Contact or State Coordinator*: $195 One Day Only: $100/day (*Applies to designated National Scenic Byways and All American Roads Only) BEND PRE-CONFERENCE WORKSHOP August 24-26, 2001 Inn-Of-The Seventh-Mountain For hotel reservations, please call 1-800-452-6810 or via e-mail at www.7thmtn.com 2001 Calendar Send calendar entries by the 5th of each month to center@byways.org MAY May 29-30, 2001 Florida Scenic Highways Program Statewide Workshop Orlando, Florida Buddy Cunill, State Coordinator (850) 922-7207 or buddy.cunill@dot.state.fl.us JUNE June 3-5, 2001 National Edge City Conference Schaumburg Marriott Hotel Schaumburg, Illinois Contact Len Carna at (847) 619-7282 or lencarna@roosevelt.edu June 6, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org JULY July 11-13, 2001 The Inaugural Conference of the United States Society for Ecological Economics Duluth, Minnesota www.ussee.org July 11, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org July 22-25, 2001 The Times They Are A Changing: Working Partnerships for Viable Communities 2001 International Summit on Community & Rural Development Duluth, Minnesota www.minnsotaruralpartners.org July 27-28, 2001 Balancing the Protection and Promotion of Historic Roads Rocky Gap Lodge Cumberland, Maryland Scott Zimmerman or Becky Lawin (765) 478-3172 or HLFIERO@infocom.com AUGUST August 1, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org August 17-21, 2001 7th Conference on National Scenic and Historic Trails Radisson Hotel Conference Center Casper, Wyoming NATTRAILS@aol.com August 24-25, 2001 Interpretive Planning for Byways Pre-conferenceWorkshop Bend, Oregon (503) 244-4320 or byways@eweme.com August 26-29, 2001 Celebrating the Journey: National Scenic Byways Conference Portland, Oregon (503) 244-4320 or byways@eweme.com SEPTEMBER September 5, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org September 5-7, 2001 Context-Sensitive Highway Design Transferring Lessons From Our Collective Experiences Workshop Hosted by: FHWA, MODot, & Western Transp. Institute- Holiday Inn Parkside Missoula, Montana For more information, please call Meetings Northwest at (406) 273-7224 or www.meetingsnorthwest.com/context September 5-8, 2001 Investing Natural Capital in Urban Places A Green Revenue Stream for Metro America 2001 National Urban Forest Conference Washington, District of Columbia For more information, please contact Kasey Russell at (304) 345-7578 or kaseyrussel@citynet.net September 9-12, 2001 2001 American Indian Tourism Conference "Buffalo Nations" Preserving Our Past, Sharing Our Future Radisson Inn Bismarck, North Dakota For more information, please contact Sandra A. Poitra at (701) 255-3285, ext. 331 September 26-29, 2001 Trail Link 2001: The 3rd International Trails and Greenways Conference Sponsored by Rails-to-Trails Conservancy St.Louis,Missouri For more information, please contact Dorthea Williams at (202) 974-5152 or www.railstrails.org September 29 – October 2, 2001 Land Trust Rally 2001 Sponsored by the Land Trust Alliance Baltimore, Maryland For more information, please call (202) 638-4725 or rally@lta.org OCTOBER October 3, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org October 3-6, 2001 The National Recreation and Park Association’s Annual Congress & Exposition Denver, Colorado For more information, please call (703) 858-2158 or ww w.activeparks.com October 5-9, 2001 IFEA’s 45th Annual Convention & Expo (Internat’l Festivals & Events Assn) Boston Park Plaza http://www.ifea.com October 16-21, 2001 National Trust For Historic Preservation’s National Preservation Conference 2001: Preserving The Spirit of Place Sponsored by the National Trust for Historic Preservation Providence, Rhode Island For more information, please call (202) 588-6100 www.nthpconference.org NOVEMBER November 6-7, 2001 NAI / National Interpreters Workshops Des Moines, Iowa For more information, please contact Brook McDonald or Kelly Ulrick at (630) 428-4500 or (515) 276-4656, ext. 236 or email: naiexec@aol.com November 7, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org November 30 – December 4, 2001 AASHTO Annual Meeting Fort Worth, Texas For more information, please call (202) 624-8489 or hannahw@aashto.org DECEMBER December 5, 2001 Conference Call for Byway Leaders National Scenic Byways Resource Center For more information, please call: (800) 429-9297, ext. 5 or mjohnson@byways.org 2002 APRIL April 21-24, 2002 Scenic Summit for America’s Communities, Countryside, and Public Lands Denver, Colorado www.scenicsummit.com NOVEMBER November 2002 NAI/National Interpreters Workshop Virginia Beach, Virginia For more information, please contact Tim Merriman at (888) 900-8283 National Scenic Byways Resource Center A rrowhead Regional Development Commission 227 West First Street, Suite 610 Duluth, MN 55802 SIDEBAR: VISTAS is printed on 100% post consumer recycled paper, processed chlorine free.